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4 Things Your Trade Show Booth Should Communicate to Potential Customers

Are you about to design a brand new exhibit? Or maybe you are about to completely change a current trade show booth. Whichever it is, you should be extremely strategic about the design process. Not only do you want to consider the customers you are trying to reach and the objectives you hope to achieve as a result of the exhibit, but you should also put yourself in the shoes of those target audience. One thing is true about event visitors; there are certain questions they always have about your company. Wise exhibitors know how to design their exhibits in such a way that they can effectively answer these questions before they are even asked. Here are a few of the most frequently asked questions your trade show booth should answer.

1. Your Trade Show Booth Should Tell Visitors Who You Are

First of all, a visitor should leave your exhibit feeling like she has a good understanding of your brand. This does not just mean that they know what products and services you sell, but they should also have an understanding of who you are as a business. More and more consumers really want to be able to recognize and relate with what your business stands for and why you exist. Many of today’s consumers care just as much about your story as they do about your product, whether they consciously realize it or not.

2. Your Exhibit Should Tell Them What Problem You Aim to Solve

When you think about it, every business exists to address a problem. For restaurants, the core problem may be hunger or lack of time. If you have never thought about this in terms of your company before, take a moment to think about what core problem your business exists to address. Then, think about what solution you are offering for that problem. Thinking about these things through the mindset of a consumer will give you insight as to how you should design your trade show booth.

3. Your Booth Should Communicate What Makes Your Brand Unique

We are willing to bet that every successful company can tell you exactly what makes them unique. Your exhibit must convey to event attendees not only what makes your brand one of a kind, but also why they should buy from you instead of one of your competitors. To answer this question, you have to tell them what your brand offers that others don’t. Is it luxury? Is it affordability? Is it convenience? Whatever it is, make sure that you make it clear to consumers with your display.

4. What to do if They’re Interested in Your Product or Service

Finally, you want to ensure that people know what to do if they are interested in finding out more about your products and services. Ideally, they will talk to one of your exhibit employees and find out about prices and other details. Realistically, you may not have the opportunity to have one-on-one conversations with all event attendees. This is why you should give them an alternate action step, whether it is driving them to your website or one of your social media pages.

Next time you are designing a trade show booth, keep these four objectives in mind.

Promotions and social media are essential to a successful trade show program and can be used in conjunction with your trade show booth. Read the Using Promotions & Social Media to Get More Trade Show Visitors white paper and learn what you can do to create more brand awareness and ultimately increase ROI. Click here to request your free copy.

Jill Amerie
About the Author

Jill is the owner of Skyline - Xtreme Xhibits and is a strategic trade show marketing consultant, with over 22 years of experience in the trade show and events industry. Jill is driven by her passion for unique and memorable exhibit design, overall successful trade show marketing strategies, exceptional customer service and flawless program execution. For more information on exhibit design, trade show marketing, trade show displays, trade show booths, and trade show exhibits in Austin or San Antonio, TX, please visit Xtreme Xhibits

4 responses to “4 Things Your Trade Show Booth Should Communicate to Potential Customers

  1. Some very important things to keep in mind. No matter how beautiful the booth looks, if it isn’t effectively communicating what it needs to, then it’s not a good design. Thanks for sharing this list!

  2. Communicating a message and what you’re trying to sell to customers should be your first priority when you design your both. While it should definitely be visually appealing, making sure that the message comes across well is important too. Thank you for sharing the tips!

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